As part of the deal Heineken will be the branded lager served at the Games and Heineken UK will have exclusive pouring rights for its portfolio of beer and cider brands at all London 2012 venues where alcohol is served. The deal also includes rights to the Paralympics.
Stefan Orlowski, managing director of Heineken UK, said: “There are no bigger, global or more spectacular events than the Olympic Games and Paralympic Games. We selected this opportunity as it fully reflects Heineken’s global brand position. It also provides a wonderful platform for the promotion of responsible drinking. Based on the experiences gained from being a long-term sponsor of premier sporting events such as the UEFA Champions League and the Rugby World Cup we will utilise London 2012 to celebrate with the world in a way that only Heineken can do. It is a significant investment and undertaking for the company and one that can help build pride among all our colleagues, business partners and consumers across the UK.”
London 2012 commercial director Chris Townsend said: “Like many major events, the provision of food and drink is a part of the overall experience and this year sees our plans in this regard move up a gear. We are especially pleased to be working with Heineken, as we have a shared goal of encouraging adult visitors to our venues where alcohol is served to celebrate responsibly. We welcome Heineken to the London 2012 family and look forward to working with them between now and the summer of 2012.”